Print & Promo Marketing’s ongoing feature series, Executive Perspectives, tells the personal entrepreneurial stories of leading professionals in the print and promotional products industry. This month, Charley Lombardo, president of GO2 Partners (asi/299491), discusses goal-setting as a team, fostering talent in the industry, and navigating the post-COVID landscape.
PPM: How did you get started in this industry?
Charley Lombardo: My journey in the print industry began 30 years ago. Soon after college, a friend introduced me to the print world, and my first industry job was with OEI Business Forms in the Chicagoland area. There, I received invaluable sales and product training, which led to my career in sales. Like many in our industry, I learned how to build a sales assignment by focusing on solving business problems and delivering value to my clients. Fast-forward to 2003, and I joined GO2 Partners (asi/299491), which was then Print Management Partners, in sales. With the help of many on my leadership and support teams, I successfully built two vertical markets and a national footprint. In 2015, I was named the COO of GO2. While I remained deeply engaged in the company’s sales efforts, a new focus on our operations further accelerated my leadership development. As part of GO2’s succession planning, I was honored to be named company president in May 2022.
PPM: How do you set goals for yourself and for your business?
CL: I take a structured approach to goal setting, dedicating time throughout the month of December to reflect on the past year and set objectives for the year ahead. Given my frequent travel, I regularly use Outlook’s OneNote to track and make multiple revisions based on updated data and my priorities. I typically limit this list to eight specific goals, ensuring they’re both ambitious and achievable. I revisit these goals every few months to help keep me on track. At GO2, goal setting is rarely a solo endeavor. Rather, it’s a collective effort involving our leadership team and partners. We prioritize and utilize strategic action plans, a structured approach that ensures every goal is measurable, tied to key performance indicators, and backed by actionable steps.
PPM: How does the current economy impact the industry?
CL: The economy has always been a powerful force in shaping our industry and the past five years is a testament to that. The COVID pandemic delivered a seismic shift to the marketing side of our business, but at the same time, the operational side flourished. You had many companies demonstrate resilience and agility, pivoting into new product categories like PPE to meet their customer’s needs. Additionally, we all dealt with paper allocation, inventory management issues, and higher interest rates that put downward pressure on our bottom lines. Looking ahead, uncertainty remains, particularly when it comes to government policy. The new administration’s stance on tariffs could have far-reaching effects on the promotional products supply chain. As a result, businesses must stay proactive.
PPM: What will be some of the biggest changes or challenges the industry will face?
CL: Consistent challenges continue to be finding and growing top-tier sales talent, automation and integration of effective and efficient executional technology platforms, supply chain consolidation, and cybersecurity threats. New developments include the role of AI in ideation, content creation, and operational efficiency. The companies that embrace AI strategically will gain a competitive advantage in speed, personalization, and cost-effectiveness. Also, emerging product categories like packaging, kitting/fulfillment, and digital marketing will figure prominently.
PPM: What keeps you up at night?
CL: Fortunately, I sleep pretty well. I’ve learned to focus on what I can control. However, some elements in our business continue to change, and we must be prepared to adapt. Technology is evolving at an unprecedented pace. Cybersecurity threats, advancements in AI, and the rapid evolution of software platforms require constant vigilance. Staying ahead means not just reacting but proactively integrating technology to strengthen our business and benefit our customers.
PPM: What’s the most exciting, cutting-edge thing your company is doing right now?
CL: We’ve redefined the way we approach client solutions by embracing a team-based selling model, leveraging our deep bench of subject matter experts to bring specialized knowledge and strategic insight to every engagement. At the same time, we’ve doubled down on technology, using real-time data and analytics to help our clients make faster and more informed decisions. It’s not about chasing trends; it’s about delivering results.
PPM: What would people be surprised to learn about you?
CL: I’m a popcorn aficionado. I’ve perfected my own stove-top recipe that I make three times a week as a snack. I’m particular in the type of oil, kernel hybrid, and seasoning used. Feel free to reach out and I’ll be happy to share the details.
